The following samples of direct mail should give you a flavor of the
work of Fried-Cassorla Communications, Inc. We have produced work in many
fields, promoting many products and services. These are just a few of many
possible examples.

NOTE: For a full-sized
view of any of the samples shown below, click on the thumbnail next to the
description. (For downloading purposes, we've listed the final file size
to the right of each sample.)

ASTM is the American Society for Standards and Materials. This international
organization establishes standards for building materials, products, systems
and services. Its Standards are used throughout the world.

ASTM sought to increase sales of the CD-ROM version of its 10,000+ standards.
Fried-Cassorla Communications developed the 9" x 12" direct mail
kit shown here. This package was mailed to selected professionals around
the U.S. We developed the "Lighten your load" motif as the most
powerful way of interested prospective customers in this time and space-saving
product. Humorous cartoon art and personalized copy were employed, in addition
to serious, relevant information about why this puchase makes great sense.
To add visual involvement, we used an attention-getting diffraction mylar
sticker (similar to a hologram).

This direct mail program has succeeded and more than returned the marketing
investment made. (Be sure to click on the word HERE above and see this mailer
close-up!)

CIGNA Homeowner's Insurance
Direct Mail Kit (136K to download)

CIGNA Companies is one of the world's largest insurance firms. They aimed
to expand one market that looked good for future growth -- insuring college
students at prestige schools, who would soon become upscale homeowners.

CIGNA asked FCC to create a direct mail package that would win students'
attention, create involvement, and lead to their requesting an estimate
on homeowner's or apartment dweller's insurance.

Our theme involved students in a playful way in the "perils"
of home owning or apartment dwelling. Many other techniques were employed
throughout the package to make our offer very attractive.

Creative personalization was used on the envelope, with each student's
area of study being featured in the headline. Also, recipients were named
"Student of the Month" on the living room wall-hanging shown on
the envelope.

This mailer achieved a very high response, delivering many requests for
estimates.

CIGNA Yacht Club Insurance Sales Brochure

Click HERE to
see a more detailed view of this sensitively rendered cover painting.

When CIGNA 's Property and Casualty Insurance
division wanted a new, effective sales brochure, they turned to Fried-Cassorla
Communications. We worked closely with senior staff members to sell the
coverage's chief benefits.

As part of our creative work, we commissioned a custom illustration (left)
done in acrylics by a Denver-based artist. Selections from this art work
also helped to illustrate interior pages.

Click HERE to be
able to read a selected page from this brochure, and to see the above painting
from the CIGNA Maritime Collection.

One of our aims was to show customers that CIGNA had a deep tradition
in providing maritime coverage.

Towards that goal, we used paintings and documents from the 200-year
old CIGNA Maritime Art Collection.

The resulting brochure we created served as an effective tool for selling
this complex insurance package.

The FCC mailer yielded over a 300% improvement
in Line of Credit usage than an earlier control mailing. The Fried-Cassorla
GMAC-RFC mailer pulled $25.7 million in utilization after 60 days, versus
the unsolicited control group's total of only $8.1 million total.

FCC worked with the mortgage finance giant on a
digitally personalized full-color self-mailer - a first for GMAC. The objective
of this mailing was to convince current Home Equity Line of Credit (HELOC)
owners to expand their coverage as a cost-effective alternative means to
paying their tax bills.

(Click HERE for a more detailed account of this program -- in fact,
an honest news release!)

This view shows the back of the self-mailer, which measures 8 1/2"
wide x 5" high when folded as shown .

(GMAC continued below)

Click HERE for a more detailed view of
the GMAC mailer's interior, featuring a revealing, personalized chart of
benefits to the customer.

Also readable will be our powerful response-generating copy.

IKEA Catalog Request Mailer
(42K to download)

IKEA needed to reduce the number of catalogs it mailed to unresponsive
buyers, especially those in areas far away from IKEA stores. Through their
production company, Mail Advertising Company, IKEA turned to Fried-Cassorla
Communications.

Together, we produced a personalized mailer that was mailed and successfully
re-mailed. Where the word "Sample" appears on the self-mailer
shown, the customer's family name would appear. Example: "The Smith's
guide to a better home is here."

This piece encouraged the recipient to request a catalog -- and also
enter a drawing for free merchandise. It produced a response rate of over
20%, which more than met IKEA's marketing objectives. A competing test mailer
only delivered 4% response.

Merck Sharp & Dohme Clinoril
Campaign (72K to download)

In 1989, Merck Sharp & Dohme turned to Fried-Cassorla Communications
to help reduce the anticipated reduction in attrition of sales among leading
drugs that would soon come off patent. Attractive offer letters were mailed
to clients. Mailers such as the 9" x 12" one for Clinoril used
creative personalization, based on prior purchases, in order to generate
new appealing terms.

Specific contracts were generated for each customer -- using intense
personalization. These efforts produced millions of dollars in sales for
MSD, and helped reduce the change-over to generic drugs by wholesalers,
hospitals, physicians, and independent pharmacies.

Scott Paper Company "Winning
Hand Kit" (109K to download)

Scott's challenge was to reach property managers of class-A commercial
office space and to persuade them to switch to the Scott's brand of Scottfold
premium bathroom towels. Fried-Cassorla Communications, Inc. developed an
imaginative "winning hand" campaign, featuring a playing card
action device and intense use of personalization.

This direct mail program is now running nationally, followed up by outbound
telemarketing calls. This program has this far delivered a 28% response
in requests for appointments, and the program is being expanded. We managed
all phases of the project, including: from initial consulting/brainstorming,
market research, creative concepts and layouts, copywriting, design, printing,
mailing, portions of outbound telemarketing and database-building.

U.S. Pharmacopeia (USP) is world-renowned as standard setters for drug
purity. Less well-known was their well researched and easy-to-use drug reference
book set, the USP DI.

USP turned to FCC for help in promoting a book to physicians. Using targeted
direct mail, which was individualized by physician specialty, this campaign
produced a response that was far better than any ever achieved by USP before.

The package featured a "special report" in which each drug
category cited on a folder was personalized by the recipient's physician
category. Interior materials also were adapted for physician specialties.

This campaign produced a response many times higher than prior mailing
campaigns by USP for this product. The USP Physicians Secret Kit won the
1994 Thomas Black Memorial Best of Show Award for Fried-Cassorla Communications,
Inc. The award is given by the Philadelphia Direct Marketing Association
(PDMA). In addition, it won the PDMA's Benjamin Franklin Award in the Business
to Business category.

FCC Marketing
Campaigns by Product or Service

The following is a selection of examples of products and services promoted
by Fried-Cassorla Communications, Inc., or by Albert Fried-Cassorla in his
work with other companies:

Anti-stress audiocassettes: for Super life Products, Inc.

Books: weight loss, for Thinner Winners; for Thomas Publishing,
publishers of Thomas Register of U.S. Companies.